Language management and health tourism. Localization and transcreation as tools for tourism promotion

Abstract

Health tourism is an opportunity for growth in Spain. To attract international travelers, companies need to communicate with them through the Internet and to apply language management strategies, like localization or transcreation. This study aims to identify language management strategies in healthcare corporation’s websites. A sample of companies is compiled and data (processed with the SPSS statistical package) is gathered about their Internet presence, language diversity, presence of the English language and language selection modes. These companies have a strong online presence, although barely half of them apply language management strategies. English is the dominant language and a non-specific international audience is identified. Although the sample companies are oriented towards internationalization, greater language management strategies need to be implemented.